McDonald's has taken down a holiday commercial made using AI following facing widespread criticism on social media.
The 45-second film was created using AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an key lesson as we investigate the effective use of generative technology," stated a representative from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong during the festive season, with the slogan "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that include AI tools have emerged as a growing trend among large companies, particularly for the holiday period.
- Another beverage giant has recently released consecutive AI-created Christmas commercials.
- Inherent Limitations: As videos made using generative AI are susceptible to distort the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also provoked fears about automation in the advertising sector, with some critics stating it might reduce work for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an AI trick," she said. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from viewers.
However, several companies have also received criticism for employing AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The episode highlights the continuing conversation within the marketing and production sectors about the balance between AI efficiency and audience reception.
